This is not the first time female stars have been used to promote a sporting event in a similar manner. As reported by Massimo Marioni of the Metro, the German under-20 squad took part in a Playboy photoshoot ahead of the 2011 World Cup finals.

Russia's racy compilation is causing quite a stir ahead of the Games. Australia's The Daily Telegraph called the promotion a "soft porn shoot," while suggesting the nation is "courting controversy" with the release of such material.

England-based Yulia Ivanova told Peacock the shoot "is not seen as prostitution or degradation – it is seen as strength and confidence" in Russia.

Action at the Sochi Winter Olympics officially begins on Feb. 8, running through to Feb. 23. Ollie Williams of BBC Sport reports 98 gold medals are up for grabs across 15 disciplines, with over 2,900 athletes from 85 countries heading into the spotlight.